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Group and Interpersonal Influence - Coggle Diagram
Group and Interpersonal Influence
Reference Groups
Group influence
Primary/secondary groups
: Close relationships (e.g., family, close friends)
Formal/informal groups:
More distant connections (e.g., coworkers, classmates)
Aspirational/dissociative groups:
Groups individuals want to join (e.g., successful celebrities)
Conformity & authority
Peer pressure:
Influence from friends to behave a certain way
Negative peer pressure:
Bad influence leading to harmful choice
Social Power
Referent Power:
Influence based on admiration or respect
Legitimate Power:
Power from a recognized position or role
Reward Power:
Ability to give rewards for desired behavior
Expert Power
: Influence from knowledge or skills
Coercive Power:
Ability to impose punishments or negative consequences
Social Media’s Role
Social media and consumer behavior
Popularity of social networking websites and apps
Value and social media
Social buying and couponing
Individual differences in susceptibility to group influence
Susceptibility to interpersonal influence
Attention to social comparison information
Separateness-connectedness
Separated self-schema:
Individuals see themselves as independent
Connected self-schema:
Individuals view themselves as part of a group
Social presence & embarrassment
Reference Group Influence
Informational Influence:
Getting information from others to make decisions
Utilitarian Influence:
Seeking approval from others to fit in
Value-Expressive Influence:
Using products to express personal values/identity
Reference Groups and Values
: Groups that shape personal values & choices
Influence on Product Selection:
Reference groups can affect what products people choose
Word-of-mouth (WOM) & consumer behavior
Types (2)
Organic WOM:
Natural sharing of opinions about products
Amplified WOM:
Increased sharing through marketing efforts
Positive & negative WOM
Value and WOM:
Trusted more than ads, WOM influences buying decisions
WOM, social media, & social media mkt
: Social media speeds up WOM
Measuring Online WOM
: Checking what people say online to see how it affects the brand
Buzz marketing
Buzz marketing:
Creates excitement and discussion around a product or brand
Guerrilla marketing:
Low-cost, unconventional tactics to promote products creatively
Viral marketing:
Strategies that encourage sharing content rapidly among consumers
Stealth Marketing
: Advertising that people don’t realize is marketing
Opinion leaders
Market Mavens:
Smart shoppers with lots of product knowledge who help others
Surrogate Consumers:
Paid advisors who guide buying decisions
Diffusion processes
: How new products spread and become popular
Household decision making & consumer behavior
Household life cycle (HLC)
Boomerang kids:
Adult children moving back home
The sandwich generation:
People caring for both children & aging parents
Traditional family structure
Household purchase roles
Gender roles and household decision making:
How gender affects shopping and decisions
Kid power:
Influence children have on family purchases